By Evren Ozlu, Head of Human Pharma for the India, Middle East, Turkey and Africa (IMETA) Region, Boehringer Ingelheim

Football is more than a sport. It is a universal language that speaks through teamwork, passion, and shared goals. With a fan base of five billion people,  it brings communities together from every corner of the world and reminds us that no match is ever won alone.

At Boehringer Ingelheim, we saw in that concept a powerful way to talk about something more personal: our health. 

That’s how CRM United was born – a creative campaign that draws on football’s global appeal to raise awareness about the interconnectivity between cardiovascular, renal, and metabolic (CRM) diseases.

A Striking Parallel Between Football and CRM Health

In football, every player has a role – defending, attacking, supporting – but victory depends on teamwork. When one player struggles, the entire team feels it.

Just like players on the same team, the CRM systems are interconnected. When one is affected, the others are put under pressure.  Scientific evidence shows that type 2 diabetes, chronic kidney disease, and heart disease often co-exist and can amplify one another.  Recognizing these connections early is key to protecting overall health. ,  

Turning a Warning into Action

To bring this message to life, we hosted the CRM United event in Dubai, turning a football pitch into a stage for awareness, collaboration, and inspiration.

Football star Ahmed Fathy, medical society representatives, and colleagues came together for an afternoon that blended the energy of sport with the purpose of health education. At the heart of the pitch stood a Giant Yellow Card – football’s universal symbol of warning – reimagined as a Card of Action.

Attendees were invited to respond to one simple question: “How do you respond to warning?”  With one-word answers such as Act, Protect, Unite, and Defend, the familiar symbol of caution was transformed into one of empowerment – encouraging people to stay alert to warning signs and act early before complications arise.

Beyond the Pitch: Inspiring a Movement 

CRM United goes beyond the pitch – it is about shifting perspectives. By translating science into the language of sport, the campaign makes complex health topics simple and relatable, aiming to turn understanding into action.

What began on a football pitch in Dubai now continues across the region through social and digital platforms, spreading one clear message: awareness and early action are the first moves towards protection.

Because in football, as in health, every move matters – and life has no extra time. Defend it now.